Analisis Business Model Canvas Mengenai Program Dan Strategi Pemasaran Produk Bsi Griya Pada Bank Syariah Indonesia

Mursyidah, Azizah (2022) Analisis Business Model Canvas Mengenai Program Dan Strategi Pemasaran Produk Bsi Griya Pada Bank Syariah Indonesia. Tijarah (Jurnal Ekonomi Syariah), 1 (1). pp. 28-37.

Text 2022 AZIZAH MURSYIDAH et.al ANALISIS BUSINESS MODEL CANVAS MENGENAI PROGRAM DAN STRATEGI PEMASARAN PRODUK BSI GRIYA PADA BANK SYARIAH INDONESIA.pdf Restricted to Registered users only Download (205kB)

Abstract

In Indonesia, there are many business people, starting from businesses in the fields of food, apparel, textiles, mining, education, services, and many more, including in the financial sector such as banks, cooperatives, savings and loans or money exchange services. In this field, business models are rarely used, especially canvas business models, because this type of model is still relatively new among business people. In fact, a business model is an explanation of how a company creates added value in the world of work, which includes a combination of image, service, products, resources and infrastructure as well as distribution. The researcher will discuss the canvas business model in the financial sector, namely at Bank Syariah Indonesia, Bogor City, especially discussing marketing strategies for BSI Griya products and also discussing the obstacles encountered and how to overcome these obstacles. Descriptive qualitative research methods were used in this research, with two management tools, namely the Business Model Canvas (BMC) and marketing strategy. The research results from BMC consist of 9 blocks: (1) Customer Segment, namely customers with a net income of more than 3 million rupiah. (2) Value Proportion, namely providing low installments, without usury, and providing all the necessary customer desires. (3) Channels, namely offline promotions through events, brochures and billboards/banners or online through advertisements on various social media. (4) Customer Relations, namely always providing the best service according to applicable rules and SOPs. (5) Income Stream, namely margin and administrative costs. (6) Main Resources, namely marketing employees, branch managers, notaries, analysts, and official employees, as well as vehicles. (7) Key activities are collecting files, inputting data, analysis, checking the house, committee approval, issuing SP3, checking documents, paying taxes for sellers and buyers, and buying and selling contracts. (8) Main Partnership, namely the developer or house selling agent. (9) Cost structure consisting of advertising costs, promotional costs (online advertising, brochures), operational costs, entertainment and correspondence or administration costs. Furthermore, in terms of marketing strategy, Bank Syariah Indonesia provides convenience in applying for financing, reduces installments, and always maintains relationships with human resources who are interconnected, such as customers and developers.

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